Wendy's pigtails get first touchup since '83

For the first time since 1983, the Dublin, Ohio-based fast food company is updating its logo in a move intended to signal its ongoing transformation into a higher-end hamburger chain.

Instead of the boxy, old-fashioned lettering against a red-and-yellow backdrop, the pared down new look features the chain's name in a casual red font against a clean white backdrop. An image of the smiling, cartoon girl in red pigtails floats above — though this girl looks more vivid and not quite as childlike.

It's only the fifth logo update since founder Dave Thomas opened the first Wendy's in 1969. The makeover comes as the chain known for its square burgers and chocolate Frosty shakes struggles to redefine itself in the face of intensifying competition.